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“Owning” a topic is the new search battleground. AI search has changed how law…

Angus

“Owning” a topic is the new search battleground.

AI search has changed how law firms earn visibility. Ranking for individual keywords is clearly no longer enough. Firms must define topics they want to own, build authority on these topics and measure their authority against competitors.

Worth a read for firms thinking about AEO, GEO or how attorneys are found online in 2026.

Topical Gravity: Why topics are the new unit of your search strategy
Search has become a topic-level game. Here‘s a framework to build, measure, and grow topical authority across AI and Google.
Semrush Blog

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